Rethinking Consumption

Question 1

A marketer’s ability to extract consumption patterns from consumer behavior and predict future purchases is sometimes referred to as ___.

Answer 1

Insight

Question 2

____ can spread information faster and further, leading to opportunities or threats for marketers.

Answer 2

Word-of-mouth

Question 3

What is the path consumers take to purchase?

Answer 3

Purchase Decision Process

Question 4

The ___ represents the goals the marketer wants to achieve in moving the consumer down the path toward purchase.

Answer 4

Purchase Funnel

Question 5

____ takes place in the mind of the consumers when he or she recognizes an unmet need.

Answer 5

Problem Recognition (Need Recognition)

Question 6

Marketers depict the purchase decision as a funnel because the bottom section represents a large group of consumers who may experience problem recognition, but ____.

Answer 6

A smaller percentage actually makes a purchase towards the top of the funnel.

Question 7

Purchase Funnel Stage:

Answer 7

1. Awareness
2. Interest/Consideration
3. Intention/Conviction
4. Action/Purchase
5. Loyalty/Positive word-of-mouth

Question 8

The Purchase Decision Process Stage

Answer 8

1. Problem Recognition
2. Information Search
3. Alternative Evaluation
4. Purchase
5. Postpurchase Behavior

Question 9

The term for when a consumer monitors product category information when he or she is not shopping is ____.

Answer 9

Enduring Involvement

Question 10

____ are often factual pieces of information available from the marketer, such as the price of an application.

Answer 10

Search Attributes

Question 11

____ are those that the consumer can only evaluate after using the product or service, such as enjoyment from a song you purchased.

Answer 11

Experience Attributes

Question 12

The types of attributes that can never be evaluated by the consumer are referred to as ___.

Answer 12

Credence Attributes

Question 13

____ refers to determining which factors contributed at some point in the journey to a consumer’s decision to make a purchase.

Answer 13

Attribution

Question 14

The influence is greater when ____.

Answer 14

Members of the group have regular casual contact than when contact is sporadic and more formal.

Question 15

____ is acceptable and unacceptable action members of the group are permitted to take based on group norms.

Answer 15

Normative Behavior

Question 16

____ is which represents a person’s desires to fit in with the group by engaging in certain behaviors.

Answer 16

Value-expressive way

Question 17

____ occurs when a member shares ideas, thoughts, attitudes, and beliefs with one another, sometimes with regard to products/services.

Answer 17

Informational Group Influence

Question 18

____ is a theory developed in the late 1950s, suggests that ideas from media may reach people through opinion leaders, who may be in a position to influence attitudes.

Answer 18

Two-Step Flow of Communications

Question 19

The ____ involves a source who encodes a message which is sent through a medium that decodes the message.

Answer 19

Basic Communications Model

Question 20

When marketers communicate in the one-to-many category, they have ___.

Answer 20

More opportunity to control the message.

Question 21

Short Message Service (SMS)

Answer 21

with a maximum of 140 characters

Question 22

In ____, consumers interact with one another to both the benefit and detriment of a brand.

Answer 22

Many-to-many communications

Question 23

____ considers that a consumer’s contributions to a firm’s bottom line might be enhanced through his or her social networks.

Answer 23

Connected Customer Lifetime Value

Question 24

___ is a type of word-of-mouth communication taking place among individuals on the Web and connected through social networks.

Answer 24

Viral Marketing

Question 25

___ people who pass along a lot of communications, feel particularly good about sending messages and perceive a reward in doing so.

Answer 25

Viral Mavens

Question 26

___ are the earliest adopters of new technologies.

Answer 26

Innovators

Question 27

___ is to provide information on how products disseminate through a population

Answer 27

Product Lifecycle 
(Only a guide and do not determine definite time periods for lifecycle events.)

Question 28

__ is a clear, identifiable benefit to the new product relative to current market offerings.

Answer 28

Relative Advantage

Question 29

___ is where consumers can see others using the product.

Answer 29

Observability

Question 30

__ is when people are able to sample or test it prior to adoption.

Answer 30

Trial Ability

Question 31

__ is the product is easy to use.

Answer 31

Simplicity of Use

Question 32

__ is if the usage matches people’s lifestyles.

Answer 32

Lifestyle Compatibility